Words matter. Your words (what you say) and style (how you
say it) are your most cherished (and, yet, undervalued) assets.
Why We Need to Wage a War on
Content Mediocrity (Or, Why This
Book?)
Why? Three reasons . . .
We have become a planet of publishers. Content Rules, my
first book (with C. C. Chapman), helped to ignite content-
centric marketing, spreading the message of content as
a cornerstone of marketing and championing its power to
drive real business value. Content Rules became the best-
selling book on content marketing, and (thus far) has been
translated into nine languages.
In the four years since that book's publication, an
over- whelming number of businesses have adopted a
content-centric marketing mind-set: 93 percent of business-
to-business compa- nies (and 90 percent of business-
to-consumer companies) say they are using content in
their marketing mix, according to the 2014 annual survey
1.
INTRODUCTION
